From Consumer Perception to Corporate Ethics: A Bibliometric Review of the Evolution of Marketing Communication and Consumer Trust

Ikhzanul Amri; Agung Utama; Tony Wijaya

doi:10.55927/eajmr.v5i9.320

Authors

Ikhzanul Amri Universitas Negeri Yogyakarta
Agung Utama Universitas Negeri Yogyakarta
Tony Wijaya Universitas Negeri Yogyakarta

DOI:

https://doi.org/10.55927/eajmr.v5i9.320

Keywords:

Marketing Communication, Trust, Corporate Ethics, Consumer Perception, Digital Marketing

Abstract

This study aims to trace the conceptual and thematic evolution in marketing communication and trust through a bibliometric analysis of 103 Scopus-indexed articles from 1992 to 2025. Through visual mapping using VOSviewer software, the study identifies six main clusters that illustrate research directions: consumer attitudes and behavioral trust formation; digital marketing communication and engagement; brand relationship and loyalty building; academic foundations in marketing communication; ethical and corporate communication strategies; and advertising effectiveness and message credibility. In addition to mapping the conceptual evolution, this study analyzes research trends over the past three decades to reveal a shift in scientific focus from consumer perception to integrating ethical values and social responsibility into marketing communication strategies. The analysis results indicate that research development has shifted from focusing on consumer perception to integrating ethical values and social responsibility into marketing communication strategies.

References

Chong, W. K., & Patwa, N. (2023). The Value of Integrity: Empowering SMEs with Ethical Marketing Communication. Sustainability (Switzerland), 15(15). https://doi.org/10.3390/su151511673

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133(April), 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070

Farah, N. T., Amiwantoro, S., Nikmah, F., Ikaningtyas, M., & Anyar, G. (2024). Implementasi Strategi Pemasaran Digital Dalam Pengembangan Bisnis Di Era Digitalisasi. Jurnal Media Akademik (JMA), 2(4).

Ilyas, M., Niyu, N., & Purba, H. (2023). Strategi Komunikasi Pemasaran Digital dalam Membangun Customer Trust @Ricellystore Via Instagram. Jurnal Ilmu Komunikasi Dan Bisnis, 8(2), 172–185. https://doi.org/10.36914/jikb.v8i2.898

Jauhari, J., & Nuzil, N. R. (2025). Pengaruh Digital Maeketing dan Kepercayaan Konsumen terhadap Kepuasan dan Loyalitas Konsumen. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 3525–3534. https://doi.org/10.31004/riggs.v4i3.2500

Kotler, P., & Keller, K. L. (n.d.). Marketing Management.

Lee, J. Y., & Jin, C. H. (2019). The role of ethical marketing issues in the consumer-brand relationship. Sustainability (Switzerland), 11(23), 1–21. https://doi.org/10.3390/su11236536

Muhammad Reza Pahlevi, & Aminah Swarnawati. (2024). Strategi Komunikasi Pemasaran dalam Meningkatkan Kepercayaan Konsumen pada PT Albis Nusa Wisata di Jakarta. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(4), 294–306. https://doi.org/10.47861/tuturan.v2i4.1322

Page, M. J., Moher, D., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., Mcdonald, S., … Mckenzie, J. E. (2021). PRISMA 2020 explanation and elaboration: Updated guidance and exemplars for reporting systematic reviews. The BMJ, 372. https://doi.org/10.1136/bmj.n160

Pahlevi, M. R., & Swarnawati, A. (2024). Strategi Komunikasi Pemasaran dalam Meningkatkan Kepercayaan Konsumen pada PT Albis Nusa Wisata di Jakarta. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(4).

Pamungkas, D. S., Saputra, I. B., & Laksana, A. (2024). Strategi Komunikasi Digital Melalui Media Sosial Untuk Membangun Kepercayaan Konsumen. Konsensus : Jurnal Ilmu Pertahanan, Hukum Dan Ilmu Komunikasi, 1(6), 88–94.

Sutrisno, S., Lestari, M., & Agus, I. (2023). Analisis Komunikasi Pemasaran Digital Menggunakan Pendekatan Marketing Mix Desa Wisata Sade. Sebatik, 27(1), 37–42. https://doi.org/10.46984/sebatik.v27i1.2093

Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3

Yunus, M., Saputra, J., & Muhammad, Z. (2022). Digital marketing, online trust, and online purchase intention of e-commerce customers: Mediating the role of customer relationship management. International Journal of Data and Network Science, 6(3), 935–944. https://doi.org/10.5267/j.ijdns.2022.2.003

Yusuf, R., Istiharini, I., & Hendrayati, H. (2024). Brand Trust Dalam Perspektif Konsumen: Sebuah Systematic Literature Review Terhadap Faktor Dan Implikasinya. Jurnal Ekonomi Bisnis Dan Manajemen (Eko-Bisma), 3(2), 328–339. https://doi.org/10.58268/eb.v3i2.132

Ziółkowska, M. J. (2021). Digital transformation and marketing activities in small and medium-sized enterprises. Sustainability (Switzerland), 13(5), 1–16. https://doi.org/10.3390/su13052512

Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629